Alice by Avril Lavigne

http://www.youtube.com/watch?v=vyDRbx8nWFg

This music video was directed by Dave Meyers. Meyers has directed many other music videos, such as Pinks ‘F***in Perfect. Both Avril’s and Pink’s music videos feature some of Meyers techniques. For example, when the main footage is being shown Meyer will ‘echo’ in a new clip, so you can see both clips at the same time. This is effective because it makes the music video more interesting and will capture the targeted audience’s attention, because the technique used is unique.  This music video was premièred on-line on 17^th February 2010. It was also distributed on MTV and uploaded to YouTube. The purpose of this music video is to promote the film to a wider audience, so it can appeal to everyone, and to also sell Avril Lavigne’s new song, ‘Alice.’ 

The genre of this music video is gothic. We can tell because of the colour grading, because Meyer has used dark colours in the scenery and clothes. These colours are mainly blacks and greys, because people always associate these colours with gothic. In addition, the music video contains intertextuality; this is because it shows some footage from Tim Burtons ‘Alice in Wonderland.’ Meyers did this because it will help his audience understand why they have made the video (to help promote the film) and that they have included some scenes from the film and included them into similar shots. For example, when Avril falls down a hole and the Mad Hatters Tea Party; in both these scenes Meyers has included footage from the film to help captivate his audience, so they can enjoy some scenes from the movie and the actual music video. Furthermore he has used conventions for the video, such as the video illustrates the lyrics. An example of this when Avril is sat the tea party and then the lyrics say, “I’ll take a stand,” so she stands up. Using this technique will help the audience understand the lyrics, because sometimes lyrics can hard to interpret the lyrics.